Beam Global Spirits & Wine is launching Tres Generaciones Tequila in the UK, a super premium extension to its Sauza brand.

Tres Generaciones Tequila will be launched today (23 June) in high-end bars and restaurants. It will also be aimed at luxury retailers, such as Harvey Nichols.

Priced at between GBP41.99 (US$68) and GBP47.99, three variations of the 100% agave, 38% abv Tequilas are being launched by Maxxium UK, Beam Global's distribution alliance in the country with The Edrington Group.

Maxxium indicated that it hopes to take market share from top gin, vodka and Scotch whisky, as well as rival Tequila brands.

"The launch positions Sauza as a strong contender not only among the most revered Tequilas, but also alongside the world's most premium spirits within in other categories," said Nikki Cumming, Maxxium UK brand manager for Sauza.

"Tequila is still seen as the bad boy of drinks," Mexican restaurant owner and Tequila expert Tomas Estes told journalists at a launch event in London last night. But, he said that products like Tres Generaciones would help to educate consumers about higher quality styles.

Tres Generaciones refers to the 'three generations' of the Sauza family, who have run the namesake firm's 100-year-old distillery in Mexico.

The three versions launched are non-aged Plata, Reposado, which has been aged in oak barrels for two months, and Anejo, which is the most expensive and has been stored in charred, American oak barrels for at least a year after distillation. All three are triple distilled.

As part of the launch, Maxxium has devised a so-called "mentoring initiative", a competition that seeks to find successful "mentoring partnerships" among UK bartenders. The winners will get a trip to the Sauza distillery.